The key takeaway
Build a workable retail business, from the first listing discussion to deliveries, promotions and account reconciliation.
A retail listing is the start of the work
For a brand owner, manufacturer, importer or distributor, entering modern trade (MT) means more than getting a product accepted by a buyer. Each account also needs clear pricing, complete product information, reliable deliveries, planned promotions and accurate financial reconciliation.
Royal London supports both local Vietnamese brands and international brands looking to enter retail chains or improve the management of existing modern trade accounts in Vietnam. We work with brand owners, manufacturers, importers and distributors, tailoring our support to their products, target retailers and internal resources. Our services connect listing preparation with ongoing sales management and distribution execution.
Retailer selection and listing preparation
A focused retailer plan starts with category fit, target shoppers, price positioning and the stock a brand can support. Relevant channels may include supermarkets, convenience stores, health and beauty retailers and pharmacy chains.
We help prepare buyer presentations, product samples, SKU information, barcodes, pack and case specifications, shelf-life details and commercial proposals. We can coordinate submissions, buyer questions and listing follow-up, and help organise agreed terms and next steps. Listing approval, store coverage and timing remain the retailer’s decision.
Pricing and commercial terms
A product needs a workable commercial model before it goes on shelf. The review should consider supply prices, recommended retail prices, retailer margins, listing charges, rebates, promotional funding, delivery costs, returns and payment terms wherever these apply.
Royal London helps organise these items into a clear account plan. Agreeing budgets, responsibilities and approval limits early makes it easier to understand the expected net return and avoid commitments that have not been properly costed. Retailer charges and service fees should be assessed for the specific account rather than assumed to be the same across chains.
Product and retailer compliance coordination
Retailers may request different product files and operating documents. We help coordinate the information relevant to the category and account, such as company and supplier details, product specifications, labelling information, barcodes and applicable supporting documents.
The purpose is to identify missing information, track submission status and clarify who must provide or approve each item. Where specialist regulatory assessment is needed, this should be handled by the responsible brand team or qualified adviser. Listing coordination does not replace product compliance obligations.
Delivery compliance and replenishment
Once an account is active, orders must be translated into the right stock, paperwork and delivery arrangements. Depending on the retailer’s agreed requirements, this can include purchase-order checks, carton labelling, booking slots, delivery locations, remaining shelf life, invoices and proof of delivery.
We coordinate stock availability, warehousing, order fulfilment and replenishment within the agreed service scope. Delivery discrepancies, rejected quantities and returns should be recorded promptly so that operational issues can be followed through into the account records.
Promotion planning and execution
Discounts and retail campaigns need an approved budget and an operating plan. We help coordinate promotional proposals, agreed dates, participating SKUs, price mechanics, stock requirements and the materials needed for execution.
Before a campaign begins, the brand should understand what it is funding and how charges will be checked. After the activity, available sales, stock and execution information can be reviewed against the plan. This helps inform future decisions without assuming that every promotion will deliver the same result.
Claimbacks, deductions and account reconciliation
Claimbacks are amounts a retailer claims back from a supplier under agreed commercial arrangements. They can relate to promotional support, rebates, agreed charges, returns or other account adjustments. Each item needs to be checked against the relevant agreement and supporting records.
Royal London can support a claims register, gather evidence, compare deductions with approved terms, follow up discrepancies and coordinate reconciliation with the brand’s finance team. Supporting records may include promotion approvals, invoices, credit notes, delivery documents and retailer statements.
Clear records help the brand understand what was billed, what was deducted, what remains open and what needs to be queried. Final treatment follows the agreed contracts and finance procedures; disputed amounts and recoveries cannot be guaranteed.
Ongoing account management and reporting
Good MT execution connects buyer communication, supply planning, promotional activity and finance. We agree reporting responsibilities and a practical review cadence so that outstanding actions remain visible.
Depending on the account and data available, reviews can cover orders, invoiced sales, retailer-reported sell-out, stock availability, replenishment needs, promotion costs, returns, deductions and receivables. Distinguishing deliveries to a retailer from sales to shoppers gives a clearer view of performance.
What to send us for an initial assessment
This service is suitable for local and international brands preparing their first MT approach, manufacturers expanding into new chains, and importers or distributors that need additional support for their brand portfolios. Companies with existing listings can also engage us for agreed areas of daily account execution, such as deliveries, promotions or claimback reconciliation.
To start a discussion, send your product catalogue, current prices, available product documents, stock and supply capacity, existing retail accounts and target chains. If accounts are already trading, include the main delivery, promotion or reconciliation challenges you want to resolve. We will review the opportunity and discuss a service scope, responsibilities and commercial proposal.
Additional reach through General Trade
Alongside modern trade support, Royal London also has a wide General Trade (GT) network. Where suitable for the product and agreed distribution plan, we can discuss opportunities to reach independent retailers through this network.
Ready to strengthen your modern trade business?
Tell us about your products, target retailers and the support your team needs.
Discuss MT listing and account support
